<![CDATA[Modern cooperatives must professionalize services, strengthen reputation, and retain customers in competitive markets. This study contributes to cooperative management literature by explaining how brand image converts service quality and social influence into customer loyalty. Using a quantitative explanatory design, questionnaires were collected from 190 customers of a modern cooperative in Malang Regency, Indonesia, and analyzed using partial least squares structural equation modeling. The results show that service quality and social influence positively affect both brand image and customer loyalty. Brand image also positively affects customer loyalty and partially mediates the effects of service quality and social influence on loyalty. These findings confirm that cooperative customer loyalty depends on reliable service, favorable institutional perceptions, and community influence. Managers should integrate service professionalism, community-based communication, and consistent brand-building initiatives to strengthen sustainable customer relationships.]]>
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